Tesco backtracks on labelling chemistry set as boys' toy

Gender labels on Tesco's toys to be reviewed after storm of criticism from shoppers and equality groups

Critics have challenged Tesco's labelling of its children's chemistry set as a boy's toy – and pointed out there would be an uproar if the same approach were adopted in school science. Photograph: Alamy

The row over gender-specific toys has taken a new turn after Tesco admitted its description of a children's chemistry set as for boys was incorrect, and launched a wider review of the way toys are labelled on its website.

Tesco had initially defended its decision to label the item, manufactured by John Adams, as a boys' toy on its website following a storm of criticism from shoppers and gender equality groups.

Campaigners from Let Toys Be Toys, an online pressure group urging retailers not to limit children's social development by promoting "boys'' and "girls" toys rather than putting them under a "unisex" label, claimed that Tesco's labelling of the Action Science chemistry set was sexist.

Tesco had justified the move by saying on Twitter: "Toy signage is currently based on research and how our customers tell us they like to shop in our stores", adding that further research would be commissioned later in the year to provide "an up-to-date reflection of customers' thinking".

But a Let Toys Be Toys spokesman challenged Tesco's position, tweeting: "Can you imagine if we took yr approach in schools: that science was just for boys & we shouldn't bother teaching it to girls?"

On 7 May Tesco appeared to have backtracked after shopper Sara Williams published an apologetic email sent to her by Nikki Curran of Tesco Direct Customer Services, which said the description of the chemistry set was "incorrect".

Curran said the company was updating its website "to show the item as being unisex" and reassured Williams that "it is never our intention to cause any upset and it is always a matter of regret when one of our customers remains dissatisfied".

The toys Tesco sells in its stores are not labelled according to gender, but they are online once shoppers carry out a more in-depth product search.

Boots recently admitted it was wrong to use separate in-store signs labelling girls' and boys' toys – putting Science Museum-brand toys in the latter category – after shoppers took to Twitter and Facebook to accuse the retailer of sexism. In a statement posted on Facebook it said it was taking steps to remove the signs and was dismayed by customers' reaction.